Crossing the Chasm

by anil on December 28, 2006

Title: Crossing the Chasm
Author: Geoffrey A. Moore
Publisher: HarperBusiness Essentials
ISBN: 0-06-051712-3

If you are in the business of marketing/selling disruptive products to mainstream customers? This book is for you.

When Apple introduced iPod in the market how long did it take for you get one yourself? You might have tried it as soon as you heard about it, or you might have got one yourself when you saw it in the hands of your savvy nephew, or you might have bought one as you started to see them around in your office, or you might have bought it due to peer pressure. Or, at the last, you might have bought one because you needed that for your survival.

In every technology market, the Technology Adoption Life Cycle of a disruptive product passes through the above-mentioned five stages. These markets are technically called Innovators, Early Adopters, Early Majority, Late Majority and Laggards by Geoffrey A. Moore. Interestingly each segment is separated by a chasm; a chasm can be fatal if not managed properly. He explains how a chasm can be identified, tackled and can be got over to continue to ride the Technology Adoption Life Cycle.

This book also explains the importance of selling disruptive products to “self-referencing” markets. You will not really build a market by initially selling your disruptive product to banks, transport companies, government and school; all at the same time. You need to identify the niche that most suits your product and starts selling. He says, “Trying to cross the chasm without taking a niche market approach is like trying to light a fire without kindling”.

In the section “Beyond Niches” he says that “there is life after niche. Major market dominance ultimately transcends niche.” As the next step, the book shed light to the importance of selecting the strategic target market.

Moore also says the importance of having a defined target in your actions. He quotes the quote: “If you don’t know where you are going, you probably aren’t going to get there”. One can use the guidelines given in this chapter to identify the best niche market to target his product at.

He introduces the concept of “Whole Product”. What we generally supply is a generic product which cannot fulfill the requirements of customers. They either need to have their team to work on it to make it a Whole Product or the supplier has to do that job. There is a strategic advantage with your product if you can provide it in a Whole Product form.

The book says about the importance of having competition to enter the mainstream market. Principles of Positioning is also explained here with process and examples.

Building channels is another important step in any sales process. This book explains various channel/distribution mechanisms found in the market along with its merits and demerits. And the book ends with a chapter named “Getting Beyond the Chasm” which explains the role of Financial Decisions, VC, Organizational Decisions, etc..

This book is an absolute read for anyone who is trying to market anything disruptive. This books contains several case studies to demonstrate the principles explained. A must read. I would rate this book 5/5.

My First Real Motorcycle Accident

by anil on December 25, 2006

While setting up this blog tool I never thought that I would be writing something like this as its first post.

In my eighteen years of motorcycling I never got injured from a bike in any manner–though I knew that someday or the other I would fall from my motorcycle; I mean every rider will, if he pushes the limits of his riding skills. I used to be that kind of a person ever since with my first motorcycle. And even now I am.

This happened on a short trip organised by Silver Bullets to Ponmudi and back on 24 December 2006. We had a not-so-smooth ride up to Ponmudi hills as we had to stop at several places for Gopu to catch up as his Bullet ran into a seizure besides other problems. Inspite of all these JSR managed to get some very cool snaps on his Nikon.

On our way back we had a simple (but slightly heavy) lunch from Vithura. After a short break we started riding again. This time we were a little over 70kmph with me behind JSR while Jay leading the ride. Babu was about a hundred meters behind me.

We reached Anad junction at around 3:30PM. Traffic was a little high at that time. I was riding at around 50kmph. Suddenly a scootter (if I remember it correctly, there was a child standing on the platform) ran across my way while he tried to negotiate a gutter (probably without watching the oncoming traffic). I turned the bike to the left quickly to save them. But I had to slam the front brake as I could not find enough room on the road for me on my left. The front wheel got locked and bike fell on its right side (I violated a very fundamental rule here; but I couldn’t help).
A little bit of physics here: as I was riding at aroung 50kmph, though the bike had stopped, my body was still moving at that speed. My head, with the body “hinged” on the handle bars through my arms, vigorously struck the ground to dissipate the momentum. All that happned in less than a second. That scooter was saved and so was the kid.

My half-faced helmet absorbed the impact of that fall. But the severe shock which had transmitted to the head put me in total imbalance for the next fifteen seconds. I couldn’t balance myself. Some how I managed to sit on a fencing stone on the right side of the road. My leather jacket too absorbed its share of impact as it was torn appart at seveal stitches.
I was severely injured with cuts on my lower and upper lips and a deep cut on my chin. After the first aid at Nedumangadu Taluk Hospital we rushed to KIMS. All the cuts were cleanly sutured at the Oral and Maxillo Facial Clinic at KIMS hospital by Dr. Surej Kumar. Thanks to him and to his team! They did a great job, indeed.

I also thank the taxi driver who took me to the hospital so quickly through the evening traffic. Jay, JSR, Babu and Ajith were wating outside the Emergency while my cuts were being sutured. Thanks to you all dudes! Your presence turned out the scenario a lot light and joyous.

Update: Read this trip story published in Royal Enfield web site. Thanks to BT.

***
Without my helmet, I would have died on the spot. If I were wearing a full-faced helmet, I would have easily walked away from the scene.

Hey, riders, consider wearing protective gears while riding irrespective of the length or duration of the ride. A helmet is a must. A jacket with protecttive padding is a necessity, combined with this, a pair of knee pads and riding boots would be excellent.